| Precio | Diferencia con el precio medio | |
|---|---|---|
| BOLD SKIN | 35.90 | -7.99 |
| CARPE | 59.99 | 16.10 |
| CREMESOLE | 34.00 | -9.89 |
| CÉU PROTECT | 56.99 | 13.10 |
| ECLIPSE | 65.99 | 22.10 |
| ESSENCE D’OR | 29.99 | -13.90 |
| GOLDEN HOUR | 29.99 | -13.90 |
| SOLAIR D’OR | 44.95 | 1.06 |
| SOLAR GLOW | 65.00 | 21.11 |
| SOLEÁ CREAMS | 23.99 | -19.90 |
| VIOLISOL | 35.95 | -7.94 |
| * Precios en euros (€) |
| Hipermercados | Supermercados | Tiendas especializadas | |
|---|---|---|---|
| BOLD SKIN | 0 | 800,000 | 4,000,100 |
| CARPE | 1,000,000 | 0 | 2,000,000 |
| CREMESOLE | 0 | 4,000,000 | 3,000,000 |
| CÉU PROTECT | 0 | 0 | 3,000,000 |
| ECLIPSE | 390,000 | 910,000 | 1,300,000 |
| ESSENCE D’OR | 1,825,000 | 1,825,000 | 1,150,000 |
| GOLDEN HOUR | 1,700,000 | 1,275,000 | 850,000 |
| SOLAIR D’OR | 1,750,000 | 500,000 | 2,250,000 |
| SOLAR GLOW | 0 | 1,000,000 | 2,000,000 |
| SOLEÁ CREAMS | 2,000,000 | 1,000,000 | 1,000,000 |
| VIOLISOL | 285,000 | 1,000,000 | 1,000,000 |
| * Inversiones en euros (€) |
| Factor de protección | Resistencia al agua | Ingredientes naturales | Vitaminas | Tipo de envase | |
|---|---|---|---|---|---|
| BOLD SKIN | 10 | 3 | 4 | 6 | Tubo |
| CARPE | 6 | 2 | 4 | 6 | Tarro |
| CREMESOLE | 7 | 8 | 0 | 1 | Aerosol |
| CÉU PROTECT | 5 | 2 | 7 | 4 | Tubo |
| ECLIPSE | 6 | 7 | 2 | 1 | Aerosol |
| ESSENCE D’OR | 6 | 6 | 1 | 1 | Dosificador |
| GOLDEN HOUR | 8 | 7 | 2 | 2 | Tubo |
| SOLAIR D’OR | 8 | 6 | 2 | 0 | Stick |
| SOLAR GLOW | 8 | 0 | 0 | 9 | Tubo |
| SOLEÁ CREAMS | 8 | 7 | 0 | 3 | Stick |
| VIOLISOL | 7 | 8 | 3 | 3 | Aerosol |
| * Composición de productos (escala 0-10) |
| Televisión | Radio | Prensa | Internet | |
|---|---|---|---|---|
| BOLD SKIN | 500,000 | 0 | 0 | 3,000,000 |
| CARPE | 1,000,000 | 0 | 500,000 | 1,500,000 |
| CREMESOLE | 2,000,000 | 0 | 0 | 2,000,000 |
| CÉU PROTECT | 3,150,000 | 0 | 2,250,000 | 3,600,000 |
| ECLIPSE | 1,482,000 | 390,000 | 273,000 | 1,755,000 |
| ESSENCE D’OR | 1,250,000 | 450,000 | 450,000 | 1,050,000 |
| GOLDEN HOUR | 1,143,000 | 381,000 | 571,500 | 1,333,500 |
| SOLAIR D’OR | 2,250,000 | 225,000 | 750,000 | 2,750,000 |
| SOLAR GLOW | 2,000,000 | 0 | 200,000 | 2,500,000 |
| SOLEÁ CREAMS | 1,000,000 | 150,000 | 100,000 | 1,050,000 |
| VIOLISOL | 1,000,000 | 350,000 | 150,000 | 1,500,000 |
| * Inversión en Euros |
| Social | Humor | Miedo | Romance | Aventura | Éxito | |
|---|---|---|---|---|---|---|
| BOLD SKIN | 7 | 0 | 0 | 3 | 0 | 8 |
| CARPE | 0 | 0 | 0 | 7 | 0 | 9 |
| CREMESOLE | 5 | 0 | 0 | 0 | 10 | 7 |
| CÉU PROTECT | 8 | 0 | 3 | 0 | 0 | 9 |
| ECLIPSE | 7 | 3 | 0 | 0 | 10 | 8 |
| ESSENCE D’OR | 5 | 9 | 0 | 0 | 4 | 2 |
| GOLDEN HOUR | 9 | 0 | 1 | 0 | 9 | 8 |
| SOLAIR D’OR | 0 | 0 | 0 | 0 | 10 | 10 |
| SOLAR GLOW | 8 | 0 | 7 | 0 | 0 | 10 |
| SOLEÁ CREAMS | 2 | 2 | 0 | 4 | 10 | 8 |
| VIOLISOL | 10 | 6 | 0 | 3 | 5 | 8 |
| * Diseño del mensaje (escala 0-10) |
| Ventas en volumen | Ventas en valor | |
|---|---|---|
| BOLD SKIN | 800,092 | 28,723,303 |
| CARPE | 22,632 | 1,357,694 |
| CREMESOLE | 600,000 | 20,400,000 |
| CÉU PROTECT | 229,149 | 13,059,202 |
| ECLIPSE | 88,642 | 5,849,486 |
| ESSENCE D’OR | 500,000 | 14,995,000 |
| GOLDEN HOUR | 657,320 | 19,713,027 |
| SOLAIR D’OR | 500,000 | 22,475,000 |
| SOLAR GLOW | 36,777 | 2,390,505 |
| SOLEÁ CREAMS | 800,052 | 19,193,247 |
| VIOLISOL | 345,138 | 12,407,711 |
| Marca | Cuota de mercado (en volumen) | Cuota de mercado (en valor) |
|---|---|---|
| BOLD SKIN | 17.47 | 17.89 |
| CARPE | 0.49 | 0.85 |
| CREMESOLE | 13.1 | 12.71 |
| CÉU PROTECT | 5 | 8.13 |
| ECLIPSE | 1.94 | 3.64 |
| ESSENCE D’OR | 10.92 | 9.34 |
| GOLDEN HOUR | 14.35 | 12.28 |
| SOLAIR D’OR | 10.92 | 14 |
| SOLAR GLOW | 0.8 | 1.49 |
| SOLEÁ CREAMS | 17.47 | 11.95 |
| VIOLISOL | 7.54 | 7.73 |
| TOTAL | 100.00 | 100.00 |
| BOLD SKIN | CARPE | CREMESOLE | CÉU PROTECT | ECLIPSE | ESSENCE D’OR | GOLDEN HOUR | SOLAIR D’OR | SOLAR GLOW | SOLEÁ CREAMS | VIOLISOL | |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Hipermercados | 0 | 7,544 | 0 | 0 | 13,296 | 190,104 | 292,142 | 194,444 | 0 | 400,026 | 43,048 |
| Supermercados | 133,346 | 0 | 342,857 | 0 | 31,025 | 190,104 | 219,107 | 55,556 | 12,259 | 200,013 | 151,045 |
| Tiendas especializadas | 666,746 | 15,088 | 257,143 | 229,149 | 44,321 | 119,792 | 146,071 | 250,000 | 24,518 | 200,013 | 151,045 |
| * Datos en unidades vendidas |
| BOLD SKIN | CARPE | CREMESOLE | CÉU PROTECT | ECLIPSE | ESSENCE D’OR | GOLDEN HOUR | SOLAIR D’OR | SOLAR GLOW | SOLEÁ CREAMS | VIOLISOL | TOTAL | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Hipermercados | 0 | 0.66 | 0 | 0 | 1.17 | 16.67 | 25.61 | 17.05 | 0 | 35.07 | 3.77 | 100 |
| Supermercados | 9.99 | 0 | 25.68 | 0 | 2.32 | 14.24 | 16.41 | 4.16 | 0.92 | 14.98 | 11.31 | 100 |
| Tiendas especializadas | 31.69 | 0.72 | 12.22 | 10.89 | 2.11 | 5.69 | 6.94 | 11.88 | 1.17 | 9.51 | 7.18 | 100 |
| Deportistas | Turistas | Presumidos | |
|---|---|---|---|
| BOLD SKIN | 173,959 | 243,066 | 383,067 |
| CARPE | 5,658 | 13,202 | 3,772 |
| CREMESOLE | 373,704 | 224,096 | 2,200 |
| CÉU PROTECT | 47,150 | 79,212 | 102,787 |
| ECLIPSE | 37,720 | 49,979 | 943 |
| ESSENCE D’OR | 29,885 | 467,433 | 2,682 |
| GOLDEN HOUR | 40,712 | 615,780 | 828 |
| SOLAIR D’OR | 240,879 | 256,966 | 2,155 |
| SOLAR GLOW | 12,259 | 20,746 | 3,772 |
| SOLEÁ CREAMS | 66,150 | 732,711 | 1,192 |
| VIOLISOL | 189,543 | 143,336 | 12,259 |
| * Ventas en unidades |
| Deportistas | Turistas | Presumidos | |
|---|---|---|---|
| BOLD SKIN | 14.29 | 8.54 | 74.29 |
| CARPE | 0.46 | 0.46 | 0.73 |
| CREMESOLE | 30.69 | 7.87 | 0.43 |
| CÉU PROTECT | 3.87 | 2.78 | 19.93 |
| ECLIPSE | 3.10 | 1.76 | 0.18 |
| ESSENCE D’OR | 2.45 | 16.42 | 0.52 |
| GOLDEN HOUR | 3.34 | 21.63 | 0.16 |
| SOLAIR D’OR | 19.78 | 9.03 | 0.42 |
| SOLAR GLOW | 1.01 | 0.73 | 0.73 |
| SOLEÁ CREAMS | 5.43 | 25.74 | 0.23 |
| VIOLISOL | 15.57 | 5.04 | 2.38 |
| TOTAL | 100.00 | 100.00 | 100.00 |
| Dimensión 1 | Dimensión 2 | |
|---|---|---|
| Atributos | ||
| Saludable | -0.70 | 0.40 |
| Con conciencia | -0.55 | -0.36 |
| Simpática | 1.96 | -1.66 |
| Agresiva | -2.43 | -0.30 |
| Sensible | 1.18 | 2.73 |
| Atrevida | 0.62 | -0.83 |
| Triunfadora | -0.40 | 0.08 |
| Cara | 0.02 | 0.15 |
| Popular | 0.10 | -0.08 |
| Marcas | ||
| BOLD SKIN | 0.15 | 1.31 |
| CARPE | 0.72 | 2.43 |
| CREMESOLE | 0.14 | -0.54 |
| CÉU PROTECT | -1.27 | 0.00 |
| ECLIPSE | 0.51 | -0.82 |
| ESSENCE D’OR | 1.56 | -1.67 |
| GOLDEN HOUR | -0.31 | -0.44 |
| SOLAIR D’OR | 0.12 | -0.41 |
| SOLAR GLOW | -1.68 | -0.25 |
| SOLEÁ CREAMS | 0.99 | 0.76 |
| VIOLISOL | 0.98 | -0.06 |
| BOLD SKIN | CARPE | CREMESOLE | CÉU PROTECT | ECLIPSE | ESSENCE D’OR | GOLDEN HOUR | SOLAIR D’OR | SOLAR GLOW | SOLEÁ CREAMS | VIOLISOL | |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Ingresos totales | 28,723,303 | 1,357,694 | 20,400,000 | 13,059,202 | 5,849,486 | 14,995,000 | 19,713,027 | 22,475,000 | 2,390,505 | 19,193,247 | 12,407,711 |
| Costes | |||||||||||
| Costes de producción | 16,529,901 | 3,705,000 | 6,792,000 | 7,380,000 | 3,499,995 | 5,260,000 | 9,465,408 | 5,520,000 | 3,072,600 | 10,936,711 | 7,999,995 |
| Costes comerciales | 8,300,100 | 6,000,000 | 11,000,000 | 12,000,000 | 6,500,000 | 8,000,000 | 7,254,000 | 10,475,000 | 7,700,000 | 6,300,000 | 5,285,000 |
| Costes totales (sin stock) | 24,830,001 | 9,705,000 | 17,792,000 | 19,380,000 | 9,999,995 | 13,260,000 | 16,719,408 | 15,995,000 | 10,772,600 | 17,236,711 | 13,284,995 |
| Costes totales (con stock) | 24,830,001 | 9,921,592 | 17,792,000 | 19,585,021 | 10,227,222 | 13,260,000 | 16,719,408 | 15,995,000 | 10,944,468 | 17,236,711 | 13,407,742 |
| Beneficios | |||||||||||
| Beneficio neto | 3,893,302 | -8,563,898 | 2,608,000 | -6,525,820 | -4,377,736 | 1,735,000 | 2,993,619 | 6,480,000 | -8,553,963 | 1,956,537 | -1,000,030 |
| Disponible | 33,893,302 | 21,436,102 | 32,608,000 | 23,474,180 | 25,622,264 | 31,735,000 | 32,993,619 | 36,480,000 | 21,446,037 | 31,956,537 | 28,999,970 |
| * Datos en Euros | |||||||||||
Desarrollado por Prof. Joaquín Sánchez
Universidad Complutense de Madrid // Facultad de Ciencias de la Información // Departamento de Marketing